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Sharply lower prices lead industry controversial pickup truck to clean up the market
In the cool breeze of autumn, the market has seen a shift—car prices have dropped while oil prices have risen. As the highly anticipated "Golden September and Silver October" approaches, the recent surge in fuel costs has become a hot topic. Meanwhile, news of car price cuts has been increasing again, with pickup truck price reductions drawing particular attention from both the industry and the public. The reason? Price fluctuations still hit consumers' nerves, even though price cuts have gradually become a normal part of the auto market.
In late August, Great Wall Motor, the leading brand in the pickup segment, announced a significant price drop for its flagship Deere Series pickup. The base model saw a 10% reduction, or 6,000 yuan, bringing the luxury version down to 56,800 yuan and the standard version to 52,800 yuan. This sharp price cut sparked a big debate within the industry, much like a blockbuster movie that suddenly captured everyone's attention.
In an industry already tightly squeezed by years of price wars, a 10% drop is no small move. While Great Wall’s strategy is clearly aimed at boosting sales during the upcoming peak season, the steep discount left many confused. After all, Great Wall has long held the top spot in the domestic pickup market, with the Deere series being a trusted name for over two decades. Known as the “Jetta of pickups,†it has built a strong reputation for reliability and efficiency, consuming less than 5 liters per 100 km.
Consumer reactions were mixed. Some praised the move, like Mr. Li, a building material business owner, who said, “I wanted to buy a Dill Picka. It’s durable and fuel-efficient. Now it’s even cheaper—why wait?†On the other hand, competitors were concerned. A salesman from a southern pickup company told reporters, “Great Wall must be crazy! What kind of profit margin are they leaving? If we follow, we’ll lose money. If we don’t, sales will drop.â€
Industry insiders believe Great Wall’s move is not just about short-term sales—it’s about reshaping the market. By lowering prices, they aim to raise the industry standards, eliminate weaker players, and consolidate their leadership. As one executive stated, “We want to purify the market and create more cost-effective options for consumers. We’d rather make less profit if it means driving out low-quality manufacturers.â€
With over 30 domestic pickup brands, only a few have real production scale. Great Wall has consistently led the market, and this price cut is a strategic step to maintain that dominance. Moreover, the company believes that too many low-quality products distort consumer perception. By pushing for better value, Great Wall hopes to bring pickup trucks closer to the everyday Chinese household.
The impact extends beyond pickups. Consumers who previously considered light trucks or minivans now show interest in Great Wall pickups, causing ripples across the broader market. Compared to vans and light trucks, pickups offer better fuel economy, comfort, and versatility, making them an attractive alternative.
Looking ahead, the pickup market in China is expected to grow rapidly. With its large market share, efficient performance, and competitive pricing, Great Wall is setting a new benchmark. This move isn't just about selling more cars—it's about expanding the market and introducing more people to the benefits of pickup trucks. In Europe and the U.S., pickups are a common second vehicle, and China is following suit. With this price cut, Great Wall is not only reshaping the industry but also paving the way for a brighter future for pickup trucks in China.